Instant, live, temporary… These are the new requirements for social in today’s landscape. From Snapchat to Meerkat, variations of live content are emerging on the social web.
Of these fabulous new ways to social, Periscope is standing out from the current crowd. Why? For me, it is all about ease of use, engagement and access.
For the record, I would throw in Twitch here if it was as accessible, but it currently requires equipment beyond a mobile phone to share video. However, that will be changing soon with Mirrativ, which is currently in Beta for Android and coming soon to iOS. Once I can get my hands on it (iOS user), you know I’ll be ready to tell you about it soon after. Quick Info: this new app can stream from any app, which could take live streaming somewhere new. Here is a great article from CNET with some early info on how it works.
Let’s start with the obvious comparison of Meerkat vs. Periscope…
They both have apps. They both do live streaming video. Here is an important area where we see a difference: Meerkat lets you schedule a live stream and lets you save a broadcast to your Meerkat library. With Periscope, it is instant streaming only, and your broadcast only stays live for 24 hours. You can, of course, save your Periscope video (minus all the on air engagements that pop up) to your camera roll. For me, this is where I see Periscope taking a page from Snapchat. Short tail engagement.
Some of you might be thinking, “Seriously?” I know I did at first, but then I started to think about why 24 hours or less is a great amount of time for a live video to live.
Here are a couple things that changed my mind:
- Cuts down on out-of-date engagements such as comments/questions.
- Creates fairly immediate engagement with an “Limited Time Offer” feel.
Now let’s get to the numbers. Salesforce made this excellent infographic. We’ll zoom in on the stats here. If you want to see the whole enchilada, click here. It is a biggie.
I think what is most impressive here is the adoption of Periscope. Why has it seen so much more successful? I attribute it to ease of use and to the fact that it is made for Twitter, basically by Twitter, who acquired the company shortly before its launch.
If you know me, you know that I MUST talk about the analytics of Periscope. At the end of the day, results drive everything. So, what do we get from the platform?
While there is a dashboard to look at, there are some other numbers that may throw you off in the display.
So, I reached out to support and asked them to clarify what we are looking at. Here is what they said:
“After you broadcast, you can pull up the broadcast info panel to learn more about your broadcast. Here, you can see which users viewed your live broadcast and replay and who gave you hearts.
There are some other numbers you’ll see on your replay info panel. Here’s what they mean:
Retention – The percentage of total viewers that watched your broadcast from start to finish. If someone popped in for a few seconds and dropped out, they are not part of this percentage.
Total Viewers – The total number of viewers from the iOS and Android app. This does not include web, viewers.
Time Watched – The total amount of time of all viewers watching your broadcast. So if you had two people that watched 45s of your broadcast, your total time would be 1m30s.
Duration – The length of your broadcast.”
Between us, I would personally like to understand better how each area gets calculated. I actually asked them this in my original request with an example, and I did not get my answer, even with follow-up.
Fear not! I will keep at it until I get my answers and will update this post as soon as I do.
Now, let’s get to the front end question on many minds…
“Why does my brand need to be on Periscope?” or “How can this help my brand marketing efforts?”
I do not have time to write a book, so I will do my best to highlight some top level points/ideas for using the product.
- Instant Customer Service response – Live and with a face!
- Q&A Style Chat Sessions
- Demos and Presentations
- Cat videos
- YOU NAME IT!
Let Raidious help you with your live streaming content planning and execution. Contact us today!